School of Business and Economics Sharing Success Welcome to Maastricht University.

School of Business and EconomicsSharing Success

Welcometo Maastricht University

School of Business and Economics

MSc International Business – Marketing - Finance

Dr. Arvid O. I. Hoffmann

Assistant Professor of Finance

Co-Director Marketing-Finance Research Lab

Co-Director MSc IB- Marketing-Finance


The questions we will address today:

• Why is a Marketing-Finance programme necessary?

• What does the Marketing-Finance programme entail?

• Why study Marketing-Finance?

• What are the career prospects?

• What is the programme in detail?

• What is the Marketing-Finance Research Lab?

• Who is who?


Why is a Marketing-Finance programme necessary?

• Marketing needs to become accountable:

- What is the effect of marketing actions on financial performance?


Why is a Marketing-Finance programmenecessary?

• Financial products’ design and development require an interdisciplinary marketing-finance approach:

- What is technically possible, may not meet customer/consumer needs


Why is a Marketing-Finance programmenecessary?

• Companies need linking-pins between marketing and finance departments:

- Communication gap between marketers and finance professionals

Need for a common language!


The Marketing-Finance Interface:a new programme at Maastricht University

• The Marketing-Finance programme at Maastricht University:

- Delivers professionals who are able to bridge marketing and finance


What does the Marketing-Finance programme entail?

• A multidisciplinary, one-year full-time programme

• Taught entirely in English

• Triple Crown accredited by AACSB, EQUIS and AMBA

• Prepares you for managerial action in marketing, financial services and risk management


Why study Marketing-Finance?

• First-mover advantage- We are first to offer this master’s programme!

• Unique skill sets- Translating marketing activities to financial

bottom line- Developing successful financial products

• High demand in every sector



Integration of Marketing-Finance theory using real-life business cases



Interactivity within small working groups


What are the career prospects?

• Plentiful in all organisations, especially:- Financial Services- Banking- Marketing- Management Consulting

• You will be the one that:- Creates innovative and successful financial products- Links marketing actions to the financial bottom line of the company


What is the specialisation structure?

Marketing-Finance

1 Customer Analysis Shareholder Value and Market-Based Assets

2 Institutional Investors Research for Marketing Decision-Making

3 Thesis Skills Marketing / Thesis Skills Finance

4 Behavioural Finance Master’s Thesis

5 Financial Product Development: A

Marketing-Finance Approach

Master’s Thesis

6 Completing the Master’s Thesis

A state of the art combination and integration of Marketing and Finance courses

Students starting in September


What is the specialisation structure?

Marketing-Finance

4 Behavioural Finance Customer Analysis



Research for Marketing Decisions-Making


1 Shareholder Value and Market-Based Assets

Master’s Thesis

2 Institutional Investors Master’s Thesis

3 Completing the Master’s Thesis

A state of the art combination and integration of Marketing and Finance courses

Students starting in February


What topics are addressed?

• The changing role of marketing in the firm

• Marketing activities as drivers of shareholder value

• Research for marketing decisions

• Assessing institutional/individual investors’ behaviour

• Customer analysis

• The development of successful financial products


Block 1

Marketing-Finance

1 Customer Analysis Shareholder Value and Market Based Assets


Shareholder Value and Market-Based Assets

• This course is the foundation of the marketing-finance interface

• You learn how market-based assets contribute to shareholder value

• Market-based assets include:

- Customer relationships- Channel relationships- Partner relationships


Customer Analysis

• One important market-based asset is the customer

• This course aims to provide advanced knowledge and understanding of (sometimes irrational) customer behaviour

• Leads to important insights necessary to assess the financial contribution


Block 2

Marketing-Finance

2 Institutional Investors

Research for Marketing Decision-

Making


Institutional Investors

• This course approaches institutional investors from a marketing-finance perspective

• The topics addressed are practical:

- Asset-liability management- Hedge funds and shareholder activism- Pension fund governance- Socially responsible investments


Research for Marketing Decision-Making

• This course gives you the tools to perform your own marketing-finance research

• You’ll get hands-on experience using advanced statistical software packages

• You’ll learn how you can answer your research questions using empirical data


Block 3

Marketing-Finance



Block 4

Marketing-Finance

4 Behavioural Finance Master’s Thesis


Behavioural Finance

• How psychology affects financial markets and decision-making

• Interdisciplinary approach- Consumer behaviour- Marketing- Finance- Psychology

• Understand financial decision-making- Of individuals and corporations

• What for?- Financial product development- Marketing of financial services


Master’s Thesis

• This is a new discipline, so you engage in innovative and highly relevant thesis topics

• There are numerous possibilities to interact with the business world in writing your thesis

• Current graduates have written their thesis at Deutsche Bank, APG, Deloitte, Procter & Gamble, Simon Kucher, and many more firms.


Block 5 and 6

Marketing-Finance


Marketing Finance Approach

Master’s Thesis

6 Optional Thesis Skills Marketing / Thesis Skills Finance


Financial Product Development:A Marketing-Finance Approach

• Learn to create successful financial products!

• Orchestrated effort to invent the new financial products/services: Ensure your products are first and best to market!

• Creating successful and financial products means using both finance and marketing:

Finance tells you what is technically feasible,

Marketing tells you if consumers want it!


Writing and Completing the Master’s Thesis

Block 5 has arrived!

No problem: you have been working on your master’s thesis during the last months and you are ready!

You have:

• had one year of business interaction,• had one year of academic support,• investigated an innovative thesis topic,• an exciting job waiting after graduation!


What kind of “exciting job”?

• Our successful M-F graduates….

– work as managers for globally known companies, e.g., o Deutsche Bank (Germany); ABP (the Netherlands); Procter & Gamble (Germany, Switzerland); Deloitte Consulting (the Netherlands); Henkel(Germany); Barclay’s Capital (England); DSM (the Netherlands); Resultance (Luxemburg); Unilever (the Netherlands); Rabobank (USA, the Netherlands); JP Morgan (USA)

- pursue their own entrepreneurial goals:

o Embark management consulting ventures!


For example…

“….studying Marketing-Finance in Maastricht prepared me for two things which are probably most important if you start your career:

1. Being able to quickly translate theoretical knowledge into actionable business plans (which I learned via the countless case studies),

2. Making your voice heard and working collaboratively in diverse international teams (which is crucial for getting case studies "done" in Maastricht )."

Doreen Wolff, Marketing-Finance Manager, Procter & Gamble, Germany


For example……

“The M-F track offers a good blend of theory with practical application: for example, throughout my studies, I took a principal role in creating a customer-centric value proposition for a risk-management product …..This kind of assignments have allowed us to apply what we’ve learnt to real-world situations.”

Christopher Peña, Marketing & Research Manager at Alpha Reales Investment, the Netherlands


For example…

“Studying Marketing-Finance at Maastricht University was a challenging but rewarding experience. This programme has many strengths. The well-designed courses are taught by leading experts in their fields and enable you to grasp knowledge at the frontier…”

Tatjana Berg, Doctoral Candidate, Swiss Institute of Finance, University of St. Gallen, Switzerland


For example….

“….Studying M-F was a life changing experience, broadening my horizons, developing my personality and enhancing my way of thinking….and my everyday business life…… If I could turn the time back……I would choose it again!!“”

Elena Chrysikopoulou, Financial Analyst - P&G International SA, Switzerland


For example…..

“…….The M-F MSc at the UM, was the perfect education match for me and delivered the skills needed to be fully respected

in one of leading financial institutions in the world, namely J.P.

Morgan….”

Carlo M. Funk, Asset Management Analyst, J.P. Morgan Private Bank, Germany


That is the programme!

Marketing-Finance

1 Customer Analysis Shareholder Value and Market Based Assets

2 Institutional Investors

Research for Marketing Decision-Making


4 Behavioural Finance

Master’s Thesis



Master’s Thesis

6 Optional Thesis Skills Marketing / Thesis Skills Finance


Business Events for M-F Students

• Deutsche Bank Event: annual event

• Organized by DB Advisors for networking, recruiting, and fun hours (dinner, drinks) in Maastricht in Fall every year.

• Marketing-Finance Battle: annual event

• Students are competing on a real-life case study.• Business sponsored event (e.g., APG, ING) that offers networking and recruitment opportunities.

• Young M-F Professionals meet M-F Students, May 2015

• Fresh M-F graduates share their experience with current M-F students/networking opportunities.


Business Events for M-F Students


Marketing-Finance Research Lab

• Innovative interdisciplinary research and education

• Publish in popular, business and academic press

• Strong network with renowned scholars worldwide

• Engage with industry to bring you latest insights and career potential: information on internships, thesis topics…

• And much more…


Marketing-Finance Research Lab

• Visit us at www.marketing-finance.nl:


Who is who?

Prof. dr. ir. Joost Pennings

Programme director

[email protected]

+31 43 388 39 34

Dr. Arvid Hoffmann

Programme co-director: Public Relations & Business Affairs

[email protected]

+31 43 388 46 02

Dr. ir. Nikos Kalogeras

Programme co-director: Education & Thesis Skills Management

[email protected]

+31 43 388 27 83


Any questions? Direct them please to…

Dr. Arvid Hoffmann

[email protected]

- Co-director of the M-F MSc Programme


Who is who?

• Shareholder Value and MBA: Dr. Arvid Hoffmann

• Research for Marketing Decisions: Prof. Dr. Martin Wetzels

• Institutional Investors: Prof. Dr. Rob Bauer

• Behavioural Finance: Dr. Arvid Hoffmann

• Customer Analysis: Dr. Caroline Goukens

• Financial Product Development: Dr. ir. Nikos Kalogeras/Prof. dr. ir. Joost M.E. Pennings


The Marketing-Finance Interface:a new programme at Maastricht University

• Started: September 2008

• Unique: first in Europe

• Industry driven

• Business realism

• Job prospects are excellent


Further questions?

www.maastrichtuniversity.nl/sbeContact

You may also get in touch with us via:

LinkedIn: Maastricht University Alumni MSc IB/Marketing-Finance

Facebook: https://www.facebook.com/#!/MarketingFinanceResearchLab

Or simply email to: Dr. Arvid Hoffmann : [email protected]

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School of Business and Economics Sharing Success Welcome to Maastricht University.

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